摘要：随着跨境电子商务的快速发展，在线客服服务已成为企业与消费者之间沟通的重要渠道。本文基于文献综述和专家访谈，构建了B2C跨境电子商务企业在线客服服务质量评估指标体系，并通过实证研究验证了指标体系的可行性和有效性。研究结果表明，B2C跨境电子商务企业在线客服服务质量评估指标体系包括服务响应、服务质量、服务效率、服务态度和服务创新五个维度，共计20个指标。在实证研究中，通过对5家B2C跨境电子商务企业的在线客服服务进行评估，发现指标体系能够全面、客观地评估企业的在线客服服务质量，为企业提供了改进在线客服服务的参考依据。
关键词：B2C跨境电子商务；在线客服服务；服务质量评估；指标体系
Abstract: With the rapid development of cross-border e-commerce, online customer service has become an important channel for communication between enterprises and consumers. Based on literature review and expert interviews, this paper constructs a quality evaluation index system for online customer service of B2C cross-border e-commerce enterprises, and verifies the feasibility and effectiveness of the index system through empirical research. The results show that the quality evaluation index system for online customer service of B2C cross-border e-commerce enterprises includes five dimensions: service response, service quality, service efficiency, service attitude and service innovation, with a total of 20 indicators. In the empirical research, the online customer service of 5 B2C cross-border e-commerce enterprises was evaluated, and it was found that the index system could comprehensively and objectively evaluate the quality of online customer service of enterprises, providing a reference for enterprises to improve their online customer service.
Keywords: B2C cross-border e-commerce; online customer service; service quality evaluation; index system
B2C跨境电子商务企业在线客服服务质量评估指标构建及实证研究
